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How To Deal With A Tricky Market

I hope to get some advice from some of you here. I have picked up a client in Scotland that owns a pretty large Taxi firm, however, they are competing against a much larger competitor. BUT I am thinking digital marketing rather than rankings here. My client has a great iphone app for booking and car tracking and in car card payments that no other competitor in the area has, or is willing to invest in. They also have a fleet of executive cars.

The company do have facebook and twitter accounts but do not use them properly YET. The company want to make the most of there recent huge investment and digital is where they want to improve their marketing efforts.

I would like to know peoples opinions on what they should do to get the company more business through digital means. The way I can see it is to get more people to know about the app and ease of bookings. But, how to do this is my question. Twitter ads and facebook ads I imagine are a good way, with an incentive. But I would also like to know if any people have any recommendations.

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